Experience the future of seamless security. ADA Verify delivers frictionless authentication via a single API, intelligently orchestrating channels for superior conversion.
One API to Authenticate Them All: The Future of Frictionless Authentication with ADA Verify Digital services require users to verify their identity at many points, whether logging in, recovering an account, completing a payment, or accessing sensitive information. These checks are important for security, but common methods often introduce friction.
OTPs sent through SMS or voice can be delayed, fail to deliver, or be exposed to manipulation. According to industry security guidance, such as the NCSC, SMS has increasingly become a weak link due to SIM swapping, social engineering, and vulnerabilities in telecom signalling protocols. Regulations are also changing, increasing the pressure on organisations to stay compliant. Meanwhile, users expect quick, smooth access and may drop off when the process feels slow or complicated.
Organisations face the same strain. High verification drop-offs reduce conversions, weaken satisfaction, and affect long-term engagement. Managing traditional OTP systems requires fraud protection, routing management, compliance work, and number pool maintenance, creating additional cost and complexity. These efforts become even harder as SMS delivery costs rise globally and carrier filtering grows stricter, issues highlighted across multiple industry analyses discussing the hidden cost of SMS OTPs.
These challenges have pushed many organisations to explore frictionless authentication, a modern approach that securely verifies identity in the background while reducing interruptions. The goal is to simplify the experience without compromising security.
This is the purpose of ADA Verify. It streamlines authentication by offering one API that supports intelligent, unified verification across channels, removing the need to manage multiple vendors or fragmented systems.
What Is Frictionless Authentication? Frictionless authentication validates identity quietly in the background, reducing manual steps such as entering passcodes. It aligns with modern identity systems designed to provide stronger security and a faster, easier experience for users.
The Problem with the "Old" Standard Traditional authentication methods, especially SMS OTPs and password-heavy flows, have become one of the biggest friction points in today’s digital journeys. Every added step slows users down, and multi-step authentication is still a major driver of drop-offs, with abandonment rates often reaching around 30% during sign-up or checkout.
Passwords remain one of the most painful parts of the experience. Nearly 7 in 10 people struggle to remember them, and 40% use more than 11 passwords across their daily digital life. This constant password fatigue adds friction, slows down onboarding, and erodes trust in the process.
When authentication feels like work, users leave. When it feels seamless, they stay, and they convert. This is exactly why the old OTP-only standard struggles to meet the expectations of today’s digital consumer.
The Friction Factor According to Martechvibe , 60% of Users Abandon Transactions Due To Authentication Frustration. Every extra moment in a digital journey affects conversion. Multi-step authentication often causes noticeable user drop-off during registration or checkout. In today’s competitive market, losing a meaningful portion of potential customers right at the start is far from ideal.
The Cost of Fragmentation From a product and engineering perspective, things aren’t any easier. Supporting global authentication often means dealing with a patchwork of vendors, one SMS provider for Southeast Asia, another for WhatsApp worldwide , and a few more for smaller regions. This kind of fragmentation creates integration headaches, inconsistent data, and higher costs due to inefficient routing and failover setups.
How ADA Verify Redefines the Standard ADA Verify does not replace an SMS gateway . Instead, it enhances your identity systems by offering one API that supports silent verification, intelligent fallback, and AI-driven routing. It acts as an orchestration layer that balances speed, security, and user experience.
1. The "Seamless" First Step: Zero-Friction Authentication When a user begins authentication, ADA Verify first tries carrier-based verification using secure mobile network operator connections. This background cryptographic check uses the mobile data network.
No input needed, no switching apps, and no OTPs exposed to interception. The process is instant, allowing users to log in effortlessly.
2. Intelligent Fallback and Orchestration If silent verification cannot be completed, ADA Verify activates an intelligent fallback process. Instead of defaulting to SMS, it compares channels such as WhatsApp, SMS, Telegram, or Viber based on:
Enterprise preferences User behaviour and preferred channels Regional communication patterns This ensures the most reliable and familiar method is used for each user.
3. Powered by AI-Driven Decisioning At the heart of ADA Verify is ADA’s proprietary AI-driven orchestration engine, the “brain” that keeps everything running smartly. Static routing rules break when carrier routes change or when networks experience downtime. ADA’s engine is dynamic, continuously learning from millions of authentication attempts.
It analyses real-time signals, including delivery success rates, latency metrics, and conversion data. This continuous loop allows the engine to predict the optimal path for every attempt, resulting in delivery success rates that consistently exceed 90%, a figure traditional providers struggle to match.
Industries That Benefit From Frictionless Authentication A wide range of sectors gain measurable value from reducing verification friction:
Financial Services Banks, fintechs, and payment providers rely heavily on secure digital identity. Faster authentication reduces drop-offs during sign-ups, transaction approvals, and account recovery.
E-commerce Retailers and marketplaces use frictionless authentication to reduce cart abandonment and protect against fraudulent purchases, while keeping the buying journey smooth.
Telecommunications Mobile network operators play a dual role in digital identity: they are both providers of the underlying technology and end-users of authentication solutions. By enabling or adopting frictionless verification, they can reduce fraud, strengthen customer trust, and unlock new identity-driven revenue opportunities.
Healthcare Online portals, telehealth systems, and patient records require secure but accessible authentication to ensure both safety and usability.
Travel and Mobility Ride-hailing, ticketing, and booking services benefit from less friction during account creation and high-risk transactions.
Digital Services and Apps Any service with frequent logins or content access controls can achieve higher retention when identity checks run smoothly in the background.
Beyond Authentication: The Future of Digital Identity Digital identity is shifting from manual, user-driven actions toward background verification supported by secure networks and authenticated devices. Several trends are shaping the future:
Security remains a top priority , especially for sectors dealing with transactions or sensitive data.User experience is increasingly important , as businesses link friction to customer churn.Passwordless systems are becoming more widely adopted, using biometrics, passkeys, and encrypted device-based verification.Telecommunications providers are expected to strengthen their role in authentication, using their network visibility to deliver secure digital identity services.Multi-channel verification continues to evolve, ensuring reliable backup methods when silent checks are not possible.Organisations are moving toward identity systems that work anywhere, anytime, with minimal disruption to the user.
Potential Extensions in Frictionless Authentication ADA Verify isn’t just solving today’s authentication challenges, it’s laying the groundwork for a complete Digital Identity Assurance Layer. Our roadmap looks beyond verification alone and tackles the wider set of identity challenges that businesses face.
Here’s what’s coming next:
KYC & SIM Swap Verification In future releases, we’ll tap into telco connections to enable real-time SIM Swap detection. Verify not just the device, but the actual identity behind the number. Prevent impersonation and account takeovers.
Evaluate user trustworthiness based on behaviour, device patterns, and network signals.
We’re also working toward helping enterprises unify identity data across devices so the user on an Android phone and the same user on an iPad are recognized as one high-value customer.
As digital identity continues to evolve, ADA Verify provides a scalable, modern foundation that can grow with new use cases and future telco-driven features.
Conclusion: A Strategic Advantage for Real Business Growth Upgrading your authentication system isn’t just a technical move, it’s a strategic one. Customers expect every digital interaction to be fast, effortless, and secure, and frictionless authentication is how organisations meet those expectations. By reducing reliance on OTP-only methods and introducing silent, real-time checks, businesses can deliver smoother experiences, strengthen fraud prevention, and minimise operational strain. Industry studies make this clear: authentication is no longer just a security issue, it is a customer experience issue, directly tied to loyalty, abandonment rates, and brand trust.
ADA Verify brings all of this together in one unified solution. It gives modern businesses what they truly need: a single API that authenticates users seamlessly, without the friction, complexity, or hidden costs of traditional OTP systems. With Verify, you unlock easier onboarding, higher conversions, stronger security measures, and a scalable foundation for long-term digital growth.
Contact ADA today to integrate ADA Verify and turn your authentication process into a real competitive advantage.
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